Keller (1999) suggests that brand management must always take a _________ perspective.
A) medium-term
B) short-term
C) long-term
D) maximum-term

Question

Quizplus · Accepted Answer

Keller suggests that brand management should always take a long-term perspective, as building and maintaining a strong brand often requires sustained efforts over time. Short-term focus may lead to quick gains, but a sustainable competitive advantage can only be achieved through long-term brand building strategies.

Keller (1999) Suggests That Brand Management Must Always Take a _________